Working with the Media

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Working with the Media

• A Guide for NAHU Members

Presented By Kelly Loussedes Vice President of
Public Relations June 11, 2008
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NAHU Media Relations Tools

• Media Relations Tab on Homepage
• 8 Guidebooks
• Press release templates
• List of canned editorials
• 5 PowerPoint presentations on media relations
• Ad co-op application
• 6 NAHU FREE ads
• Sound Bytes
• Sample press kit
• So much more !

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MR Guidebooks

• MR Officers Guide to Leadership
• Working with the Media Handbook
• Media Buying Guide
• Health Insurance Awareness Week Guide
• Hosting a Medicare Community Event
• MR Tools to Promote the Matrix
• How to Host a Press Conference
• Hosting a Hill Briefing

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Media Spokesperson Database

• The Media Spokesperson Database is comprised of
  NAHU members who are experts on important NAHU
  issues such as Medicare Part D, HSAs, long-term
  care and the uninsured.
• We recently made enhancements to our media
  spokesperson database housed on the homepage of
  the NAHU website.

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Find an Agent Feature

• Extremely popular resource on the NAHU homepage.
• Profiled on major media outlets like the Today
  Show, Good Morning America, New York Times, LA
  Times, Washington Post and countless others.

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Ad Co-op Program

• NAHU has created an ad co-op fund that provides
  state and local chapters the formal opportunity
  to request assistance in buying print and
  broadcast advertisement.
• All NAHU chapters are eligible to receive up to
  50 off the cost of running advertisements, up to
  a maximum of 1000 per year.

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Single Payer Campaign

• Continue to conduct daily media searches in the
  top 25 media markets for articles highlighting
  single payer systems. Aggressive national media
  monitoring in key metropolitan areas has allowed
  NAHU to respond to reporters with timely
  letters-to-the-editor.
• Through this project, NAHU has begun debunking
  myths about the benefits of single payer systems
  nationwide, as well as demonstrating to NAHU
  members, consumers, policy makers and the media
  that NAHU is committed to combating this issue.

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Faces of the Uninsured Campaign

• New brochure that provides testimonials from 5
  individuals and families from across the country
  that were previously uninsured but with the help
  of a NAHU agent now have health insurance.
• Effectively counters the single payer debate.
• www.facesoftheuninsured.com

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Protect Your Health Your Future Long-term Care
Partnership Campaign

• This PR campaign will help maximize the
  effectiveness of the new partnership legislation
  by educating the consumers, policy makers and the
  media about the benefits of these new plans. We
  will be publicizing our message through press
  conferences, editorial board meetings, print and
  broadcast ads as well as distributing new
  brochures and flyers promoting long-term care
  partnerships.
• This important campaign has the news worthiness
  of being a good media draw, attract new long-term
  care members as well as educate the public and
  others about the importance of having long-term
  care insurance.

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Value of the Agent Campaign

• The brochure NAHU Agents Come Equipped to Give
  You the Right Coverage and Peace of Mind
  highlights the role of the agent and how they
  provide consumers and employers with the peace of
  mind that theyre getting the right coverage at
  the most affordable price.
• Two - 30 second radio spots on the role of the
  agent that stress the importance of having a
  professional health insurance agent to help
  consumers and employers navigate through the
  complexities of our health care system.
• Brand New Value of the Agent Ad

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Value of Media Relations

• What Can Media Outreach Do?
• Project a positive image about our industry
• Generate understanding of role in health care
• Educate public about insurance
• Identify NAHU members as a source of information
• Provide balanced commentary
• Advance legislative agenda

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Nuts and Bolts of Media RelationsKnow your local
media

• Types
• Print daily and weekly newspapers, trade
  publications and magazines
• Broadcast radio and TV
• Be a Media Monitor!

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Distinctions BetweenPrint and Broadcast

• Print
• Allows more in-depth coverage
• Often more lead-time
• Great range of venues

• Broadcast
• Sound bites -- message must be more concise
• Must have experienced spokesperson

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OPPORTUNITIES FOR VISIBILITY

• Feature Material
• Consumer Tips or Advice
• National News
• Reaction
• Local Impact

• Chapter News
• Legislative Activities
• Day on the Hill
• Meeting with Governor or Legislators
• Awards, Member Professional Achievements
• Charitable Activities
• Speaking Engagements
• Public Hearings
• Client Feature Stories

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Content

• Localize story or issue
• Refer to local people and how issue will affect
  them and local businesses
• Use quotes from local people about the story
• Craft meaningful, short messages with relevance
  to community
• Tell why it is relevant with facts/statistics
  and tangible examples

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Tools of the Trade

• When and how to use the tools
• Building a press list
• Letter of introduction
• Press release
• Media advisory
• Photo
• Letter to the editor
• Editorial/Op-Ed
• Bylined article

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Initiating the Media Process Step by Step

• Finding the Right Media Outlets
• NAHU has access through PR Newswire to current
  media lists by state and subject matter.
• List should include print, television and radio
  reporters. Remember to also include weekly and
  community newspapers.
• Make sure to include name, phone number, fax
  number, email, and address.

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Media Materials What Kinds and How Do They Help?

• Letter of Introduction
• Your credentials
• Topic/issues you can address
• An offer to provide a background briefing
• Contact number, e-mail address
• Follow up by phone with every contactjust like
  in sales!

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When and How to Use the Tools

• Press Release -- Announces news
• Include contact information and date of release
• Include an eye-catching headline
• Describe the core news message in first
  paragraph (who, what, when, where, why)
• Expand the news story in following paragraphs
• Include a quote from a recognized spokesperson in
  the organization
• Close with a boilerplate paragraph about the
  organization announcing the news
• Limit to 1 or 1 1/2 pages
• Use or -30- at end of release

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When and How to Use the Tools

• Media Advisory -- Announces an upcoming news
  event or offers a resource person to address a
  current hot issue
• Include an eye-catching headline
• Distribute several days in advance of the news
  event
• Use a What, When, Where, Why format
• Bullet the main points
• Provide contact information and date

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When and How to Use the Tools

• Photograph -- Attach a cut-line to the photo
  that identifies the person(s) in the photo and
  describes what is pictured
• Include with appropriate news announcements
  (promotion, awards, partnerships)
• Ask the reporter how they want the photo sent to
  them

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When and How to Use the Tools

• Letter to the Editor -- Responds to an article or
  editorial that has appeared in a publication
• Make certain it relates directly to the topic
• Include name of article, date, and page for
  reference
• Be concise and brief
• Share your unique perspective
• Give examples
• Close with your name, title and affiliation
• (Advance Chapter approval required if identified)

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When and How to Use the Tools

• Op-Ed -- An opinion piece submitted by an
  individual or on behalf of an organization to a
  publication. Placement can be paid for or a
  publication may decide to publish on its own.
• Needs to be linked to a topical issue of
  interest.
• Offers a unique perspective.
• Is brief (usually 300-600 words).
• Includes name of author and affiliation.

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When and How to Use the Tools

• Bylined Article -- A lengthier article (primarily
  used in trade publications) authored by an
  organizations staff or member on a topical issue
• Offer to write an article for the publication
• Do not prepare an article without discussing it
  with the editor

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Media Relations Award

• Winners will be recognized for media relations
  activities that have placed them in the forefront
  in all areas of media relations activities,
  including the following
• Media Relations committee in place
• Press list of local media contacts
• Sending press releases
• Publication of Op-eds and other editorials
• Prints and broadcast press hits
• Keeping NAHU informed on press exposure
• Attend Working with the Media webinars